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Dolly Parton Is Working 5 to 9 in Squarespace's 2021 Big Game Campaign


Superprime's Damien Chazelle transforms dull offices into vibrant studio spaces in anthemic spot

Dolly Parton Is Working 5 to 9 in Squarespace's 2021 Big Game Campaign
For Squarespace’s seventh Super Bowl ad the brand has partnered with Dolly Parton to re-record her iconic workplace anthem '9 to 5' with new lyrics as '5 to 9', issuing a rallying call to those dreaming of turning their after-hours passion project into their own business. 

Set to the soundtrack of Dolly singing '5 to 9', the spot was directed by Academy Award winner Damien Chazelle (who's repped for commercials by Superprime) and choreographed by Tony Award winner Justin Peck. 

Many of the dancers featured are from Broadway and off Broadway. The ad highlights the unique side projects of office workers in a scene that transforms drab office cubicles into vibrant studio spaces, bringing all of their ideas to life.

Squarespace worked with Dolly to rewrite the lyrics to her iconic song to celebrate this new era of work, and empower anyone with a dream to get started. Dolly’s own side hustle, a brand new namesake fragrance, will launch its website on Squarespace before the Super Bowl at

“I loved the idea of taking my song ‘9 to 5’, and mixing it up for a new Squarespace campaign. That’s the beauty of music, it is always changing and growing to meet the world around it,” said Dolly in a brand press release. “There’s a whole new generation of people out there ready to change the world, to meet the growing needs that they see, and I think Squarespace is going to be there with them every step of the way.”

The spot will air live during the game on Sunday, February 7th. "If you’re thinking about pursuing your side hustle, we hope this new anthem inspires you to make it real by launching a website on Squarespace," says the brand.


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Genres: Visual VFX, Choreography, Musical

Categories: Business Services, Business Software

Superprime Films, Tue, 02 Feb 2021 16:53:46 GMT